Chris Collins (Service Driver Revolution) argues that people commonly judge training value by length rather than effectiveness. Using a hypothetical (paying to hear two sentences in Hawaii), he illustrates the perception that longer training feels more valuable, even when a shorter intervention could be equally or more effective; he suggests this bias influences how training is designed and marketed.
Don't you think it's interesting to my earlier point that people perceive training not by the effectiveness or how, how good you're going to be coming out of it, but by how long it takes. Like if, if, if I could, if you could pay me $50,000 and fly and meet me in, I don't know, let's just say.
Hawaii and I whisper two sentences in your ear that'll make you millions of dollars.
Is it worth it? Yes. But you wouldn't, you'd want to sit there for three days.
It's just funny, like, but what happens is then when you're creating training, right? So like we're creating soft skills training or we're creating this other training, there's this weird thing that you think training has to be long, that long equals value. Where I think a lot of the reason, reasons why advisors of all experience levels think our advisor training is good is because the older advisors don't feel like they're sitting through something. Like we're getting to the point, it's moving along. We're not, you know, we're not talking to talk or whatever it is. It isn't about the time, it's about the, you know, the value or the outcome, that sort of thing. But it is interesting in the training industry how, how long it is.
Is how they perceive value, not how effective. Even in a world where most training is garbage. So if you marketed it and said it's $100,000, but it's only for an hour versus $50,000 and it's eight hours, they would pay the 50. They perceive the eight hours as more valuable.
But even though the time on the higher $1 is you're getting more. Well, they're not connecting that. The reason why I'm doing the training is to get an outcome. So they're not focusing on the outcome or the value, they're focusing on the length. Because people perceive more time is. And you know, in some situations maybe that's true, I don't know, but not definitely not in all situations. So long story short, we're going to Florida to do the leadership thing again. I made a bunch of changes to it, which I'm excited about. It just gets better every time. I wish I could do it every month for a while because right after we finish one we have like all these ideas, but then we gotta wait again to do it. Right. Thanks so much for watching this clip of Service Driver Revolution. We're uploading new stuff every day, so make sure you subscribe and click the Bell icon so you don't miss out. If you have a question you'd like us to answer on the show, call eight three, ask SDR and we'll answer your question on the show. That's 8333 Ask SDR. For special deals on our books and training, head over to offers.chriscollinsinc.com now that's offers.chriscollinsInc.com I'm Chris Collins and I'll see you in the next video.
